30th of September 2024
Recently, in more advanced markets, the blood glucose supplement segment has started to develop with new launches.
Read this article to find out:
Developing prediabetes and type II diabetes is highly connected to an individual’s diet. Both conditions often coincide with progressive obesity, which is another lifestyle-related condition. Modifying the diet (caloric intake, restricting highly processed foods rich in sugars, but depleted of other nutrients, food rich in fiber, vegetables, the balance of nutrients, and so forth) can be the leading force in reversing the progress of disease development. It is crucial that one adopts a diet that enables them to have balanced levels of blood glucose and does not lead to excessive insulin spikes.
Organizations such as IDF (International Diabetes Federation) are spreading awareness on recognizing the risk factors for developing diabetes (high BMI, diabetes present in other family members, history of cardiovascular diseases including hypertension and high cholesterol, PCOS, physical inactivity) and quick testing for the population at a higher risk. These organizations are putting a lot of effort into early prediabetes discovery to prevent further development of the issue. They are focusing on lifestyle interventions which are (in early stages) sometimes even more effective than medication. There is a lot of potential in nutrition counseling and therapy, physical activity, and lower use of tobacco products.
However, this clearly isn’t enough to stop what is poised to be the next pandemic. Around 540 million adults had diabetes in 2021, which equaled 9,8% of the global adult population (IDF Diabetes Atlas). This number is predicted to rise to 643 million by 2030 and 783 million by 2045. Aside from the actual disease state, a much larger number of people are in a state of risk of developing diabetes. Prediabetes is present in 10,2 – 15,9% of adults worldwide, according to a conservative IDF assessment (others report up to 30%). What is more, factors that are contributing to this growth are not showing signs of receding, so action needs to be taken from other ends. Where the nutraceutical industry can jump in and contribute our part is in providing efficient, clinically supported supplements that act in a preventive manner and help prevent the progression of prediabetes to diabetes or help support the nutritional needs of people with diabetes. When it comes to prevention in terms of supplements there are three important trends at play.
Where the nutraceutical industry can jump in and contribute our part is in providing efficient, clinically supported supplements that act in a preventive manner and help prevent the progression of prediabetes to diabetes or help support the nutritional needs of people with diabetes. When it comes to prevention in terms of supplements there are three important trends at play.
Firstly, consumer awareness of the importance of keeping blood glucose levels within the healthy range is increasing. In the past, it was unusual for anyone but diabetics to monitor their blood glucose levels. Recently, due to the more public addressing of the issue, awareness, social conversations, and searches on the topic have spiked. For example, an internationally bestselling book “The Glucose Revolution” explaining the science behind managing blood glucose levels was published in 2022 and received much attention.
Various initiatives, such as Roche’s Diabetes Care platform and the WHO’s Global Diabetes Compact Forum, also drive consumer attention. This resulted in a massive increase in Google searches for blood glucose-related terms (for example, the number of searches for “sugar” grew by 616% and for “blood sugar” by 181% from 2004 to 2023). Additionally, the conversations about blood glucose topics on social media increased so much that even the FDA used social listening tools to gain insights on consumers and inform their future purchases.
Balanced blood glucose has several other downstream health benefits aside from addressing (pre)diabetes. It helps with weight management, due to less frequent cravings and improves our energy and focus, particularly post-meal. There is also a correlation between keeping blood glucose levels in a healthy range and increased life expectancy and quality of life. Finally, blood glucose levels are connected to the development of PCOS in women, a metabolic condition that affects quality of life and can be one of the causes of infertility.
Furthermore, the target audience is about to multiply due to technological advances (continuous glucose monitoring – CGM). We will explain this in more detail later on.
Undoubtedly, the trend will soon translate to other markets as well. We are also witnessing an increasing number of newly funded projects like ELFI where Roche and other collaborators raised funding to start a personalized nutrition program for prediabetics.
There has been an increase in ingredients offered on the market. In the last year or two, we have seen a serious uptick in the number of branded ingredients targeted at blood glucose management and a growing number of studies behind them.
Examples include Eriomin® from Ingredients by Nature, Gencor’s Gencinica®, and Reducose® by Phynova, which is currently being researched for blood sugar health effects when the ingredient is microencapsulated. The market of finished products is not yet well-developed – the products are relatively few and are mostly based on sugar blockers with relatively low efficacy or systemic products with vitamins, minerals, cinnamon, and chromium, but with rare direct clinical support. As we move forward and technological advances make blood glucose tracking available to everyone with a smartwatch, the pressure on product efficacy will cause the market to evolve rapidly. Those ready with solutions whose effects are robust and visible in real-time will be at a major advantage.
Plant extracts, such as cinnamon, gymnema, bitter melon, or banaba are most commonly found in finished products for (pre)diabetes prevention. Berberine and alpha lipoic acid are on the rise, but at least in Europe, they are both facing regulatory uncertainties. There are also several beneficial vitamins/minerals, especially chromium and vitamin D3. We are also noticing the emergence of new ingredients for this indication, either plant extracts from various new sources or protein hydrolysates.
We also see a tendency for many ingredients to be included in a fairy-dust sprinkling fashion, merely to be included on the list and hopefully have an effect. According to recent trends, it may be better to include the right mix of fewer, effective ingredients at clinically relevant doses. The benefits are higher chances for the desired mechanisms of action, clearer communication, and a cleaner label.
Ingredient suppliers are increasingly recognizing the need and potential of (pre)diabetes prevention products, which is reflected in many new ingredient and product launches in recent years. Furthermore, many ingredients are still in the pipeline. There is a high probability of radical market changes in the following years.
Leaders are addressing the market with products with immediate and measurable effects. This means that the improvement of glycemic response can be observed by consumers in real-time. Continuous supplementation with such products is often working towards long-term health goals. They are also offering various product positioning options, as these solutions can address a variety of consumers – from diabetics and prediabetics to anyone managing their blood glucose levels for weight loss, longevity, healthy aging, sustained energy & focus, or sports performance.
We will also likely see the segment develop in the sense of specific positionings – from catering to children, women, men, and the aging population specifically, to combining blood sugar control with weight loss, with energy and focus, with longevity, and so forth. As the interest on microbiome and its connection to health areas beyond the gut increases, it is worth mentioning, that there are also several microbiome related approaches connected to diabetes prevention. On one hand, we can see the benefits in usage of fibers, such as slowing down the digestion of the carbohydrates, feeding the beneficial bacteria, and changing the GI of the product. On the other hand, there’s a growing body of research on probiotics and their role in metabolic health and prediabetes, such as lowering the peaks of blood sugar after meal.
Similar to how Phenology (Hologram Sciences) partnered with Inne minilab to include a saliva-based progesterone test in their offering alongside supplements, we believe blood glucose management products should partner with CGM brands or have white label solutions done for them. We aren’t seeing much activity yet in that direction and we believe these partnerships will be crucial to showcase product efficacy and gain loyal consumers.
In recent years, we saw a rise in user-friendly sensor-driven continuous glucose monitors, which are slowly replacing traditional glucose monitors that require finger pricks. As a result, a wider population (mostly sports professionals, such as pro-cyclists who wish to advance their nutrition) has developed an interest in monitoring their blood glucose levels.
Right now is a crucial moment in time because wearable technology is advancing to the level of being non-invasive and much more widespread. Many consumers already own a smartwatch – for example, 20% of UK consumers and 18% of Germans. The number is even higher in the USA – 24% (Mintel, Insider Intelligence, 2022). Apple and Samsung are in a race to develop non-invasive blood glucose tracking for smartwatches and very soon, every consumer with a smartwatch will be able to track their blood glucose levels in real-time. When that moment comes, millions of consumers will come to the realization that they need to do something about their blood glucose. When this happens, companies should be ready with supplement solutions with effects measurable in real-time. We also expect connections between supplements and tracking devices to evolve, with supplement brands offering apps connected to smartwatch measurements, tracking of supplementation efficacy, and offering personalized recommendations for dosing.
Current technological advancements offer an easy platform for better-supported ingredients and finished products. We believe the market will evolve through new ingredients, that address prediabetes through a systemic approach; combining prediabetes with other metabolic syndrome indications and there will be fewer basic multivitamins positioned for this indication.
Delivery format trends are similar to other categories in the beginning stage, where fewer products are present in the market and there is less pressure for brands to stand out. The majority of product launches in the blood sugar supplement segment are, therefore, still in capsule form. Most ingredients that are most used in these formulations are also fit for capsules. There are currently only a few cases of delivery form differentiation among the products in the category, for example, in December 2021 Nestlé Malaysia launched a product in stick pack form, which can be sprinkled on top of food and consumed with it.
In terms of positioning, most current products are aimed at improving post-prandial glycemic response and need to be taken before meals. Here we already see some effective solutions, but where the industry has even more white space to evolve in the future is providing solutions with robust and long-lasting effects on fasting glucose levels and other parameters. We also expect connections between supplements and tracking devices to evolve, with supplement brands offering apps connected to smartwatch measurements, tracking of supplementation efficacy, and offering personalized recommendations for dosing.
The global prevelence of diabetes and prediabetes is increasing. Consumers are becoming more aware of managing their blood glucose levels, partially due to the impact of continuous glucose monitoring technology. The market is evolving with new, clinically supported supplements and ingredients. The category is likely to develop even further in the future.
Support of balanced blood glucose levels with an immediate, measurable effect.
We prepared a collection of recent product launches in 2024, interesting due to their recency, their formulations, or the company that launched them.
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